Throughout Saudi Arabia, numerous skilled individuals craft exquisite artefacts from natural materials. However, these artisans often work in isolation, resembling a scattered cottage industry.
Saudi Artisanal Company was founded to support and protect this native craftsmanship, and they needed a film to introduce their initiative to employees, stakeholders, and the public.
As we began our creative development, we were determined to highlight the artisans and their remarkable work as the heroes of our film. However, we faced a challenge: capturing these artisans in their remote locations on camera was uncertain, the client possessed limited imagery, and the unique nature of the artifacts made stock footage unsuitable.
So, how could we best approach this?
Our initial concept revolved around a framing device. We placed images and footage of the artisans’ work at the centre of the screen, enhanced by background textures and 3D-generated abstract scenes to bring it to life. The typography was added to add context and complete the visual narrative.
For our next approach, we kept some of the frame device visuals but aimed for a more dynamic and fluid style that was less strict in its formation. We opened up the frame to showcase repeating patterns generated from 3D-rendered artefacts and incorporated a collage effect by blending macro images with textures and natural materials.
With the frame device removed, we had the freedom to use negative space and contrast more effectively. This allowed us to juxtapose dark footage with light text and showcase full-frame 3D renders of the artisans’ exquisite creations.
By creating their products in 3D, we gained complete control over lighting conditions, offering greater flexibility compared with a studio shoot. This approach enabled us to craft kaleidoscopic compositions and place the items in beautiful 3D environments.
After numerous iterations in the creative development phase, we finalised an approved concept and translated it into a detailed storyboard with a voiceover script. The client sourced 3-4 artisans that we could shoot at various locations across Saudi Arabia, prompting us to commence pre-production ahead of filming. For this, we partnered with our long-term collaborators, B Media, based in Bahrain, who would travel to Riyadh for the 2-day shoot.
The film was structured into three distinct sections: we began with macro footage showcasing the artifacts’ raw materials in their natural setting, followed by live-action shots of the artists working in their studios. We concluded with a stylized 3D world highlighting the products. The film was dynamically edited with a dramatic voiceover and a captivating soundtrack, composed specifically for this project. We finished the film with the SAC logo, created using a delicately-animated thread to enhance the organic feel and ensure the brand message was effectively communicated.
Our goal was to craft a modern sound infused with authentic regional nuances. To achieve this, we sampled ethnic instruments from the Middle East and blended them with contemporary drum beats. The centerpiece of our composition is a thematic melody played on the Oud, one of the most revered instruments in Middle Eastern music.
This combination allowed us to produce a unique and engaging soundtrack that perfectly complements the project’s vision.
The final film premiered with great excitement on social media and the client’s website. This project was a true collaboration involving us, the agency Landor & Fitch, and the client, each contributing unique creative insights and perspectives.
After all the dedication and effort, witnessing the film’s debut and the enthusiastic response from the SAC team, their stakeholders, and the broader public was immensely gratifying. We are proud of the outcome and excited to share both the final film and its journey with you.